Digital Supply Chain Standards 101 LAES July 17, 2019

Concepts we’ll cover Digital Supply Chain Digital Supply Chain Alliance Metadata Common Metadata Media Entertainment Core (MEC) Avails/Title List Asset Ordering and Delivery Media Manifest/Media Manifest Core (MMC) Asset Order, Asset Status, QC Vocabulary, Content Delivery Requirements (CDR) API

MDDF Vision and Landscape

What do we mean by “Digital Supply Chain”? Work is completed Work is viewed

Unmanaged Supply Chain Multiple Unique Deliverables/Workflows Multiple Studios Multiple Platforms

Inflight/Hospitality Business-line view Digital Cinema Inflight/Hospitality EST, PVOD SVOD, AVOD D2C OTT STUDIO PLATFORM

Deliverables View – Data passed between parties Business Terms Media Files User-facing Metadata Promotional Materials STUDIO PLATFORM Asset Ordering and Delivery, QC

Combined View – lots of duplication Digital Cinema Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC Inflight/Hospitality Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC EST,PVOD Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC SVOD,AVOD Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC D2C Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC OTT Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC

The world today Inflight/Hospitality Inflight/Hospitality EST,PVOD SVOD,AVOD D2C Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC Inflight/Hospitality Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC Digital Cinema Inflight/Hospitality EST,PVOD SVOD,AVOD D2C Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC EST,PVOD Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC SVOD,AVOD Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC OTT Media Files User-facing Metadata Promotional Materials Business Terms Asset Ordering and Delivery, QC

Goal Through standardization, reduce the number and complexity of unique products exchanged between studios and platforms

Asset Ordering and Delivery, QC Promotional Materials Vision Workflows Based on Standards Business Terms User-facing Metadata Media Files Asset Ordering and Delivery, QC Promotional Materials

Digital Supply Chain Alliance

Digital Supply Chain Alliance The Digital Entertainment Group (DEG), Entertainment Merchants Association (EMA) and MovieLabs joined forces to develop de facto digital supply chain standards to promote efficiency, enable new business models and improve consumer experience.

MovieLabs Digital Distribution Framework (MDDF)

A solution must include… Consensus of studios, retailers, streaming platforms, service providers, and more Movies and TV All license models: TVOD, SVOD, AVOD, and more Internationalization/localization and accessibility Support for organizations of all sizes Practical technical solutions Practical adoption roadmap (‘crawl-walk-run’) Best Practices, tools (validators), examples, etc. Complementary to other activities (e.g., IMF, EIDR)

MovieLabs Digital Distribution Framework (MDDF)

Defining Interfaces MDDF is all about interfaces – what data goes between parties We try to maintain as much implementation flexibility as possible

Key functions Avails and Title List – Communicates licensing rights/agreements for xVOD (including SVOD) Status – provides visibility to ensure content goes live when it should Common Metadata/Media Entertainment Core (MEC) – User-facing metadata Media Manifest/Media Manifest Core (MMC) – Ties everything together (e.g., trailers with features, bonus), Asset Ordering/Asset Status/QC Report – tools to support media delivery

Focus on three interrelated initiatives Supply Chain (MDDF) Next Generation User Experience (CPE)

Types of specs Base Specs Core Specs Best Practices XML schema with extensive written documentation Common Metadata, Media Manifest, Avails Core Specs Defines uses of Core Specs around a class of use cases Media Entertainment Core (MEC), Media Manifest Core (MCC), Cross- Platform Extras (CPE) Best Practices Additional guidance or recommendation on correct usage in specific circumstances Encoding territories, matching language tags, HDR encoding, pre-sale experience, etc.

Specification Relationships

Sources of information www.movielabs.com/md -- everything starts here www.movielabs.com/cpe -- Cross-Platform Extras www.movielabs.com/md/class -- videos that cover today’s topics and go into more depth www.movielabs.com/md/practices -- a variety of important best practices

Where to find the specs Base Specs, Core Specs and Best Practices www.movielabs.com /md /cpe /md /manifest /mec /mmc /html /manifest /appdata /appearance Common Metadata Common Media Manifest Media Entertainment Core (MEC) CPE-HTML CPE-Manifest CPE-AppData Media Manifest Core (MMC) CPE-Appearance /avails /delivery /api /profiles /practices /practices Asset Ordering and Delivery Best Practices CPE Interactivity Profiles CPE Best Practices (App and other) Base Specs, Core Specs and Best Practices

Buy/Rent Language entitlements (Avails) Term (Avails) Other entitlements Metadata (MEC) Trailer (MEC, MMC, Media)

Library page has virtually the same data No more terms Metadata (MEC) Feature (MMC, Media)

Metadata

Metadata permeates everything Common Metadata provides types for Virtually every user-facing metadata object Technical description of each media object Supply Chain data All other specs built on Common Metadata Movies, TV, bundles, you name it Internationalized Ratings Supports latest and greatest HDR, VR, etc. Broad usage Basic Metadata IDs Language Titles Summaries Cast Genres Ratings Artwork Length Release history Work type Country of origin Related content Digital Asset Metadata Video: codec, bitrate, aspect ratio, color Audio: Codec, bitrate, channels, language Subtitle: Format, type, language Supply Chain/Retail Data Source Contact info Company Display Credit Grouping Title Alias

Common Ratings

Common Ratings Definitive list and encoding of official rating systems worldwide Covers all official rating systems worldwide (to the best of our knowledge) Ensures there is only one way to encoding (e.g., “PG-13”, not “PG 13” or “PG13”) In human-readable for (HTML) and computer-readable (XML) forms Updated periodically

Looks like this (a lot more data below this) Region Type Environ System Ratings Notes & References ARGENTINA Film Trailer Theater Broadcast INCAA ATP SAM13 SAM16 SAM18 C Web Site: http://www.incaa.gob.ar/caec URI: http://www.movielabs.com/md/ratings/AR/INCAA/0 Last verified: 2018-01-31 AUSTRALIA DVD Game Home Retail App NCS G PG M MA15 CTC R18+ X18+ RC Web Site: http://www.classification.gov.au/ URI: http://www.movielabs.com/md/ratings/AU/NCS/1 TV ACMA P Web Site: http://www.acma.gov.au/ URI: http://www.movielabs.com/md/ratings/AU/ACMA/0 Last verified: 2017-07-27

Avails and Title List

Avails and Title Lists define assets and business terms

Entitlement Database+ Library Browse/Fulfill Avails Studio Retailer Avail Buy/Rent Metadata Entitlement Database+ Fulfillment Metadata Media Files Library Browse/Fulfill

Buy/Rent Language entitlements (Avails) Term (Avails) Other entitlements Metadata (MEC) Trailer (MEC, MMC, Media)

Title List Studio Platform Title List Metadata Fulfillment Metadata Media Files Browse/Fulfill

From an information perspective*… Metadata Avail/ Title List Support Data Business Terms Buy/Acquire Buttons (Avail Only) Assets Fulfillment Data *Applies to both Excel and XML

Support Data Identification (ALID) Support Data Publisher Disposition ShortDescription Business Terms Buy/Acquire Button Assets Support Data provides information for processing the Avail/Title List Used by systems to properly process information Used by humans to review and understand Avail/Title List

Asset Identification Title Release History Ratings Caption Runtime Support Data Business Terms Identification Title Release History Ratings Caption Runtime Buy/Acquire Button Assets Provides information about Assets Identification is most essential element of Asset definition Metadata provides information to support Rules (Ratings, captions) Storefront (Runtime, Title) NOTE: Storefront metadata comes from other sources referenced by Identifier

Business Terms Business Terms OFFER License Type (EST, POEST, SVOD, …) Region Dates/Times Start/End Suppression Lift Preorder Languages Format Profile (SD/HD/UHD, HDR, etc.) Business Terms Support Data Buy/Acquire Button Assets OTHER TERMS (mostly Avail-only) Price terms Price Type Price Value (including currency) Other prices Rental Terms Contract reference Reporting …! Business terms exist for each applicable permutation of region, time/window, format and pricing. In Avails, each set of business terms generally corresponds with a “Buy” or “Get” button

Fulfillment

Entitlement Database+ Library Browse/Fulfill Fulfillment TVOD Studio Retailer Avail Buy/Rent Metadata Entitlement Database+ Fulfillment Metadata Media Files Library Browse/Fulfill

Fulfillment SVOD, AVOD, IFE, etc. Studio Platform Title List Metadata Fulfillment Metadata Media Files Browse/Fulfill

Media Manifest Media Manifest is part of the metadata delivered with media

Typical Fulfillment Page incorporates MEC, MMC No more terms Metadata (MEC) Feature (MMC, Media)

Advanced interfaces use Media Manifest and CPE Increasing engagement (with any business model) requires moving beyond the simple “product page”

Asset Ordering and Delivery specs A wide range of delivery workflows supported Pick the pieces that work for your workflow

Fulfillment: Media Manifest, MMC

The Big Idea Media Manifest expresses relationships between media objects Relating movies to trailers, bonus to movies, movies to movies, etc. Mapping a full user experience down to individual media components Media Manifest is useful virtually anywhere because relationships are independent of media type (e.g., TV vs. Movie) business model (SVOD vs. TVOD) product structure (e.g., with or without bonus) We are unaware of anything else that does this

A few nuts and bolts Media Manifest is a ‘base specification’ from which other specifications are built Fully compatible with Common Metadata, EIDR, etc. Media Manifest Core (MMC) delivery spec, and Cross-Platform Extras (CPE) interactivity are constrained uses of Media Manifest Fully Internationalized Based on a series of abstractions

Essence (media files) Media Manifest doesn’t care what the essence is as long as it can reference it (filename, track number, etc.) Key objects Media Tracks: Audio, video, timed/text, subtitles, auxiliary tracks, VARM tracks, etc. Images Apps (of any form) Text objects

Inventory of all media objects (components) This abstraction layer isolates the concepts of a ‘track’ (French 7.1 audio), ‘image’ (Hero art #3), or ‘app’ (mapping) from the media file Allows applications or products to be designed independently from what media files show up Only the Inventory worries about where media can actually be found Media can be delivered once and referenced from multiple Manifests Supports component-based delivery

Grouping things that belong together Presentation: Tracks that can and should play together (conformed) Picture Group: Related images App Group: Apps that do perform same function, but in different evironments Text Group: Related Text

Sequencing Playable Sequence of video and/or image (e.g., dub cards, ad insertion, etc.)

Experience and Timed Events

Experience Most powerful construct of Media Manifest Organizes content in a user-visible way (e.g.) movie, trailer, bonus Supports Language-specific, Territory-specific and Pre-sale user experience; e.g., Territory-specific episode sequencing Bonus teasers in pre-sale Supports construction of content navigation (more under interactivity later)

Organizes Content Movie with Trailers Experience organization defines interrelationships Extremely general—supports most anything (maybe everything)

Organizes Content Movie with Trailers, Gallery, Featurette, Game, etc.

Organizes Content TV Series

Organizes Content TV Series with Galleries, Featurettes, etc.

Timed Events Allows virtually anything to be attached to a Presentation timeline (mostly for interactivity/bonus) Some examples Previz sync’d with final Timeframe of deleted scene Shooting Location Actors in scene Trivia pop-ups Merchandise associated with scene Game related to scene

Fulfillment: Media Manifest Core (MMC)

Media Manifest Core (MMC) Specific use cases and examples for movies and TV delivery Based on Media Manifest Handles simple cases simply, but also supports advanced use cases as needed Handles features/episodes, trailers, bonus, windows, internationalization, etc. Compatible with any media file delivery format and method

Avails connect directly to Media Manifest Avails connect to Media Manifest by mapping ALID to Experiences Avail can assert additional control over what is delivered (e.g., limiting language) Mapping can be window-specific (e.g., different pre-order or pre-sale experience)

Media Manifest Connects Everything Region specific (anti-piracy) and language specific (dub) Cards, without main video redelivery Track offerings can be as simple or complex as desired Features, Trailers, Bonus Fully described Media delivered any way you’d like, once

Thoughts on Media Manifest for Delivery Efficient – Media files can be delivered once, regardless of how often they are used (“component-based”) Includes features for real-life ingestion cases (subs and dubs, incremental deliveries, transcoding hints) Start simple with room to grow Media Manifest Core (MMC) spec supports basic use cases More advanced use cases already defined so growth paths supported Ultimate expression is Cross-Platform Extras (CPE)

Fulfillment: Cross-Platform Extras (CPE)

Cross-Platform Extras (CPE) Specification designed to support interactive applications, independent of UI design Uses same Media Manifest spec as used for delivery—same XML schema

CPE-Manifest Workflow Standard Playback Environment Content Provider Retailer CPE Manifest Preprocessor Application Data Optional Style Player Files Content Streaming

10’ Product page Merchandising on Product Page & Enhanced Artwork Background 1 “Enhanced” Call-out Bug 2 2 Quick Link to all Extras 3 3 1

10’ Experience 1 1 2 2 Extras Browsing & Access Page Synched Experience 2 2

Mobile Experience

Synced Features That Matter Actor info: Bio, filmography, gallery 1 2 Scene location: map views, area gallery 2 3 3 Scene trivia: bite-sized for a quick read 1 4 Deleted scenes 4 5 5 Scene gallery 6 Prioritize Impact of Connect + Play + Create. Identify Which Existing Or Planned Services Are Greatest Threat 6 Shop the scene

CPE-Manifest – UI Driven by Data Traditional Extras plus Apps Each box is an “Experience” Main title Time Sync’d Data HTML apps can be embedded for devices that support HTML

Fulfillment: Asset Ordering and Delivery

Identifiers identify things and are used to connect them Art of identifiers is understanding exactly what you’re identifying EIDR is a content identifier. EIDR should always be used for identifying content EIDR great for connecting workflows ALID (logical asset ID) is used to identify entitlements. Entitlements are based on content so ALIDs can often, but not always, be derived from EIDR Metadata Fulfillment Metadata Avail Media Files

Identifier: ALID and EIDR

EIDR (Entertainment IDentifier Registry) EIDR identifies content A single, globally-unique identifier instance for everything that needs to be identified or disambiguated The nature of the identified content differs depending on context (Collection, Abstraction, Edit, Manifestation) Unique EIDR Identifiers unambiguously distinguish each object Abstraction EIDR Edit EIDR Manifestation EIDR Feature (Theatrical Edit) (EST HD) (Director’s Cut) (EST UHD) (Censorship Edit) Trailer 1 IsPromotionOf Light Weight Relationship (LWR)

EIDR identifier encoding EIDR content IDs look like this Based on ISO Standard: Digital Object Identifier (DOI - ISO 26324:2012) EIDR identifiers can be encoded other ways (e.g., URN, short, extended, etc.) e.g., urn:eidr:10.5240:xxxx-xxxx-xxxx-xxxx-xxxx-c EIDR can be embedded in other IDs e.g., md:alid:eidr-s:xxxx-xxxx-xxxx-xxx-xxxx-xxxx-c EIDR can be extended to identify related objects via the EIDR+ format e.g., 10.5240:xxxx-xxxx-xxxx-xxxx-xxxx-c-12345 The identifier Registry ensures EIDR IDs are unique Resolve an ID at dx.doi.org / Search the EIDR Registry at ui.eidr.org 10.5240/ XXXX-XXXX-XXXX-XXXX-XXXX-C Standard DOI prefix for EIDR Content IDs Unique suffix for each asset Check character

EIDR in use EIDR is the best alternative to manual title matching. This makes EIDR particularly suitable for connecting systems that weren’t originally designed to connect (in an automated fashion) EIDR Content identifiers identify content; not everything is content Although most everything we deal with relates to content, EIDR Content IDs are specific to content. Items related directly to content (e.g., ALID) can be identified via EIDR+. Unrelated items require a different identifier. It’s useful to carry EIDR in avails, metadata, and other objects even when other identifiers are primary. This is particularly important for QC. A separate EIDR ID space (with a different DOI prefix) identifies video services/delivery channels (broadcast, cable, satellite, VOD, etc.): e.g., 10.5239/FA89-4851 or 10.5239/EE82-FEB2

ALID Concept ALID = Logical Asset ID Identification for all assets (single or set) associated with an entitlement Single objects (movie, TV, short, etc.) Internally grouped objects (season, miniseries, etc.) Arbitrarily group objects (referenced recursively using ID) Fulfillment associated with ALID can be defined in MMC or CPE

Key elements of an Avail Assets Business Terms Buy/Acquire Button Support Data Fulfillment (MMC) ALID

Entitlement Database+ Library Browse/Fulfill Fulfillment TVOD Studio Retailer Avail Buy/Rent Metadata Entitlement Database+ Fulfillment Metadata Media Files Library Browse/Fulfill ALID ALID

Fulfillment SVOD, AVOD, IFE, etc. Studio Platform Title List Metadata Fulfillment Metadata ALID Media Files Browse/Fulfill ALID

ALID in Avails XML

ALID in Manifest

ALID between Avails and Manifest

ALID Key Principles Entitlement must correspond exactly with what studio is entitling ID scheme must allow Entitlements to be as specific or non-specific as required Must accommodate wherever studios are now, while providing path forward to best practices Entitlement generally consists of the following: ALID – references what (ideally defined in MMC or CPE) Media Profile (SD, HD, UHD, etc.) Window/Timeframe Territory – where

Products/Entitlements Decomposition Scope Entitlement* could be almost anything “Star Trek TOS Movie Bundle”, movie only, any edit, any language US Theatrical Edits, any language English-only English-only, any edit “Star Trek, The Search for Spock”, any edit, any language US Theatrical Edit “Star Trek, The Search for Spock”, with bonus, any edit, any language Arbitrary Collection (e.g., Bundle) Feature-only Intrinsic Collection (e.g., Season) Bonus (audiovisual, games/apps, etc.) Feature (Movie, TV) Static/Evolving (new episodes, fresh content) Feature Edits *Terms “Product” and “Entitlement” are used informally here. The intuitive definition is “What the consumer gets”, but not when or for how much. Informality is addressed later. Edit Variants (i.e., language)

ALID proxy for all assets associated with Avail Movie/TV (all edits) Movie/TV (particular edit) With Bonus Without Bonus Season Bundle “Logical Asset”

Product Decomposition and EIDR Arbitrary Collection (e.g., Bundle) Abstraction/Compilation Intrinsic Collection (e.g., Season) Abstraction/Series Abstraction/Season Abstraction Feature, Episode (Movie, TV) Abstraction/TV Abstraction/Movie Abstraction/Supplemental Feature Edits Performance/TV Performance/Movie Performance/Supplemental Performance or Edit Manifestation/TV Manifestation/Movie Manifestation/Supplemental Edit Variants (i.e., language) Manifestation Encodes are also Manifestations, but probably not Avail’d

Product Scope and EIDR EIDR can do this, but that would require registry of every permutation EIDR-x is used to create identifiers based on EIDRs that have additional properties; e.g., EIDR-s md:alid:eidr-s:1012-7947-21D5-9D24-CC5F-H EIDR-x md:alid:eidr-x:1012-7947-21D5-9D24-CC5F-H:with_bonus md:alid:eidr-x:1012-7947-21D5-9D24-CC5F-H:no_bonus Feature-only Bonus (audiovisual, games/apps, etc.) Static/Evolving (new episodes, fresh content)

Manifest/MMC Delivery and CPE Avail Preferred Media Manifest (MMC) CPE-Manifest Avail/@ALID ALID ALIDExperienceMap ALIDExperienceMap ContentID Avail/Asset Experience Experience Metadata (MEC) Presentation Presentation Media Inventory Inventory Transitional Workflows (Delivery/Ingestion)

Asset Ordering and Delivery

Asset Ordering and Delivery and MDDF Addressing workflows and data associated with the ordering process (purple lines) Complementary to Avails, MMC, MEC, Reporting and other MDDF data Not addressing media file formats (out of scope)

Progress Summary Chartered to address data exchanged in asset ordering and delivery Created workflow model Drafted Content Delivery Requirements Established general model for referencing content (both physical and abstract) Drafts of Asset Order Asset Status Manifest QC Report Product Status Spun off three topics to Avails WG: Avails Status, Avails Defaults and Avails Confirmation Currently focused on Product Status and QC Report

Model represents multiple superimposed workflows Avail or Title List – defines license Acknowledgement of agreement (Avails only) MEC/MMC/CPE Audio, video, images, etc. (in whatever form is agreed upon) Anomaly reports Detailed Asset Status

Simple example Avail or Title List – defines license Acknowledgement of agreement (Avails only) MEC/MMC/CPE Audio, video, images, etc. (in whatever form is agreed upon) Anomaly reports

Another example Avail or Title List – defines license Request for asssets (can be very general) MEC/MMC/CPE Audio, video, images, etc. (in whatever form is agreed upon) Anomaly reports Detailed Asset Status

API

Digital Supply Chain API MDDF API Concept Studios and vendors Retailers and vendors Avails Orders Exceptions Status Reports Digital Supply Chain API Media Manifest Core, Asset Status (delivery) Media Entertainment Core (metadata) Cross-Platform Extras (interactivity) Security Framework (Authorization, Authentication, Confidentiality, Auditing, etc.) www.movielabs.com/md/api

Conclusion and Next Steps (discussion)

Thank You!

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